The success of a nationwide vehicle air conditioning service network set up by
workshop consumables supplier Würth UK, has shown that the motor trade has
failed to exploit a service requirement offering substantial profit potential.
“Although we have been extremely pleased with the results of our on-going
campaign”, said Würth product manager Adrian Conway, “our experience
has shown that there are still a great many franchised and independent dealers
who are missing out on one of the few growth areas in the automotive industry.”
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“Modern vehicle air conditioning systems should be disinfected every year.
With the onset of winter and overnight build-up of condensation-breeding bacteria,
mould and fungi, a complete disinfection is recommended as motorists demand
safe and effective air-conditioning without suffering from symptoms such as
sore throats, allergic reactions or musty odours”, he explained.
“Service departments can earn substantial profits from this work as more
and more cars are coming off the production line with ‘air con’ as
standard, but the message is taking a long time to get through to some networks
and even large dealer groups. With upwards of 750,000 new cars with air con.
being registered in the UK each year, the potential is huge”, Conway added.
A network of 1,000 franchised dealers and independent garages, recruited by
Würth this year, provided motorists calling a freephone number with a full
disinfecting service for car air conditioning.
To promote the service, Würth placed ‘advertorials’ in national
press explaining the problems arising from poorly maintained A/C systems, and
a range of point of sale material was circulated to participating service departments.
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By GlobalDataCustomers who have used the campaign platform and support material effectively,
such as Janard Saab in Hull, have reported a considerable increase in service
profit.
“We never realised there was a problem with odours and sore throats caused
by air-con systems until we started mentioning to customers that we can treat
it in special mailings. We now get regular business from people who actually
do suffer and our customers are very happy”, said Darryl Ashby, group after
sales manager at the Saab franchise.
Since the campaign started in mid-summer, two franchised dealers in Hull have
been treating 30 cars per month, racking up an estimated £3,600 in additional
profit from a simple service operation. With the operation taking only 10 minutes,
many enterprising dealers offered a while-you-wait service.
“The campaign has proved a highly effective platform for gaining new business
and educating the public about the health hazards that can arise from the failure
to regularly service air conditioning systems”, Conway added.
